Glossary of Terms

Interactions:An interaction is a like or comment on Instagram, a like or retweet on Twitter, a Like, Comment or Share on Facebook or a like or comment on YouTube.

Posts with Branding or Promoted Posts (used interchangeably throughout reporting):Posts that include a mention, hashtag or logo that is mapped to a brand/sponsor.

Earned Media Value (EMV):The value to a brand/sponsor as identified by the Hookit Valuation Methodology - either on a single post or as an aggregate across a group of posts around an athlete, team, property, event, etc.
Learn more about the HVM.

Impressions:These are the impressions as measured and supplied by the platforms where the metric is available from authenticated accounts on Twitter, Facebook and any integrated OTT platforms. In the case where estimated impressions are utilized, they will be marked as such.

Views:Video views as measured directly on Facebook, Instagram, YouTube or OTT platforms. Video views are also available and measured on authenticated Twitter accounts.

Campaign Value:Value for the sponsor and campaign based on property dictated valuation methodology.

Tracking %:How the campaign performance is tracking compared to where it should be per the goal as of the selected date range.

Size, clarity, position of logos & best use of mentions, hashtags & links

Interactions

Number of likes, comments, shares, retweets or video views

CPE

Market-driven rates for a like, comment, share, retweet, or video view by platform

$ EarnedMedia Value

We value based on actual engagement, never assumptive impressions.

What is analyzed for this report?

Hookit aggregates content and social engagement (interactions) from Facebook, Twitter and Instagram... what we refer to as the 2nd Screen versus television / broadcast, which is commonly referred to as the 1st Screen. Our approach is unique. We specifically focus on social / digital media to value athletes, teams and events based on quantifiable engagement and promotion quality.

Our data is sourced directly from the specific platforms via public and non-public APIs and analyzed using proprietary scoring and valuation algorithms tuned to industry standards. Hookit delivers tangible dollar values and actionable insights that broadcast valuation providers and social listening tools are unable to provide due to the depth of the data and content we aggregate and analyze.